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YOUR CUSTOMER JOURNEY MAP BLUEPRINT
DAILYBLOG.SCOTTDCLARY.COM
Jun 05, 2024
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Hi All,
Here’s my daily newsletter navigating the crossroads of business, growth, and
life.
If you love this content (please share it), but also…
Check out my Podcast, connect with me on YouTube / Twitter, or subscribe to my
weekly newsletter.
Also, learn more about my private members community for entrepreneurs.
--------------------------------------------------------------------------------
FORGET FUNNELS, IT’S TIME FOR FULL-CONTACT CUSTOMER EXPERIENCES
Stop me if you’ve heard this one: Acquire, Convert, Retain.
The holy trinity of business growth, right?
Wrong.
It’s time to ditch the funnel vision.
Funnels make your customers sound like mindless hamsters, nudged towards a
purchase.
We’re not selling to rodents, we’re building relationships with humans who have
complex emotions, motivations, and journeys.
Customer Journey Mapping (CJM) is the tool that gets you out of the boardroom
and into the trenches with your audience.
It’s not just about the touchpoints (though those matter), it’s about the
transformation that happens from the first “Hello” to the heartfelt “Thank you”
after a purchase.
This isn’t some touchy-feely exercise.
It’s about finding the friction points where you’re losing leads, the delight
moments that turn customers into raving fans, and the hidden opportunities where
a simple tweak can multiply your impact.
YOUR CUSTOMERS AREN’T COOKIE-CUTTER, SO WHY SHOULD YOUR JOURNEY BE?
Customer journeys aren’t one-size-fits-all.
The path your customers take will vary wildly depending on your industry,
product, and target audience.
To truly master CX, you need to understand the nuances of your specific market.
Here’s some examples to get us started.
E-commerce: The journey often starts with online research, moves to product
comparison, and culminates in a purchase (or abandoned cart). Key touchpoints
include product pages, reviews, and checkout process.
SaaS: The journey is often longer and involves multiple stages, from free trial
to onboarding to ongoing usage. Key touchpoints include demos, tutorials,
customer support, and renewal processes.
Healthcare: The journey is highly emotional and complex, involving research,
appointments, treatments, and follow-ups. Key touchpoints include doctor-patient
interactions, online resources, and billing processes.
Hospitality: The journey focuses on creating memorable experiences, from booking
to check-in to on-site amenities. Key touchpoints include website, reviews,
concierge services, and post-stay feedback.
By understanding the unique characteristics of your industry, you can tailor
your journey map to address the specific needs, pain points, and motivations of
your customers.
This will enable you to create experiences that resonate, build loyalty, and
drive long-term growth.
YOUR MAP TO UNCHARTED CUSTOMER TERRITORY
Think about the last time you used a product you LOVE.
Did you just buy it and call it a day?
Hell no.
You probably read reviews, asked friends, stalked their social media… that’s a
journey.
Here’s the entrepreneur’s dirty little secret: Most of us have NO CLUE what that
looks like for our own products.
A CJM isn’t a static diagram, it’s a living document that grows as your business
does.
It helps you answer questions like:
* Where are the potholes? Are you losing people at checkout? Is your onboarding
a snoozefest?
* Where’s the party? What are the “wow” moments that make people whip out their
credit cards?
* What’s the next adventure? How do you keep customers engaged even after
they’ve bought?
Don’t be a tourist in your own business.
Get a map, and start exploring the rich landscape of your customer’s world.
BUILDING YOUR EXPEDITION TEAM (AND TOOLS)
CJM isn’t rocket science, but it does require the right tools and mindset.
Here’s your starting kit:
* Data, data, data: Gather qualitative (interviews, surveys) AND quantitative
(analytics, heatmaps) data.
* Empathy engine: Put yourself in your customer’s shoes. What are their fears,
desires, and pain points?
* Visualize it: A map doesn’t have to be fancy, but it should be clear. Use
tools like Miro, Figma, or even good old pen and paper.
* Collaborate: Get your team involved. Different perspectives reveal hidden
insights.
Remember, this isn’t a solo hike.
Building a great CJM is a team sport.
Bring your best people, grab your gear, and let’s get this expedition started.
YOUR CUSTOMER JOURNEY MAP IS A TREASURE MAP — LET’S FIND THE GOLD
This is where the magic happens.
Your CJM isn’t just a pretty picture, it’s a treasure map.
The “X” marks the spot where you can:
* Improve: Smooth out rough patches in the experience.
* Innovate: Create new products or services that meet unmet needs.
* Increase revenue: Upsell, cross-sell, and delight customers with personalized
offers.
Don’t let this map gather dust on your desk.
Use it to guide your business decisions, fuel your marketing campaigns, and
create customer experiences that are so good, people can’t help but share them.
DON’T JUST TRACK METRICS, HACK YOUR CUSTOMER’S HAPPINESS ALGORITHM
The beauty of a CJM is that it turns abstract concepts like “customer
satisfaction” into actionable insights.
Let’s talk about how to measure the impact of your efforts:
* Beyond NPS: Net Promoter Score is a start, but dig deeper. Track customer
effort scores (CES), customer satisfaction (CSAT), and retention rates.
* Time to value (TTV): How long does it take a customer to realize the value of
your product? Shorter is better.
* Churn rate: Identify the points in the journey where customers bail and plug
those leaks.
* Customer lifetime value (CLTV): This is the ultimate metric. A well-crafted
journey increases CLTV.
Don’t just track metrics for the sake of it.
Use them to hack your customer’s happiness algorithm.
What makes them tick?
What makes them click?
And most importantly, what makes them stick?
Remember, a happy customer isn’t just a source of revenue, they’re a marketing
machine.
They’ll tell their friends, leave glowing reviews, and become lifelong advocates
for your brand.
YOUR CUSTOMERS AREN’T BASIC, SO YOUR JOURNEY MAP SHOULDN’T BE EITHER
Once you’ve mastered the basics of CJM, it’s time to level up your game.
Here are some advanced strategies to consider:
* Personalization: Don’t treat all customers the same. Use segmentation and
data to create personalized journeys that resonate.
* Omnichannel mapping: Your customers don’t just interact with you on one
channel. Map their journey across all touchpoints (website, social media,
email, etc.).
* Anticipatory design: Don’t just react to customer needs, anticipate them. Use
predictive analytics to create proactive experiences.
* Emotional mapping: Understand the emotions your customers experience at each
touchpoint and design accordingly.
Remember, your customers aren’t basic, so your journey map shouldn’t be either.
Push the boundaries, experiment, and always strive to create experiences that
exceed expectations.
The journey is the destination, and the destination is extraordinary customer
experiences that drive growth, loyalty, and ultimately, profitability.
THE FUTURE OF JOURNEY MAPPING: WHERE CX MEETS AI
Buckle up, entrepreneurs, because the customer journey is about to enter the AI
era.
Artificial Intelligence isn’t just a buzzword, it’s the rocket fuel that’s going
to propel your CX into the stratosphere.
Imagine:
Hyper-personalized journeys: AI algorithms crunching data in real-time to tailor
experiences to each individual customer.
* Dynamic Yield: This platform uses AI to personalize website content, product
recommendations, and email campaigns in real-time.
* Segment: A customer data platform that helps you collect and unify customer
data from various sources, enabling you to create highly targeted segments
and personalized experiences.
* Blueshift: This AI-powered marketing platform helps you automate personalized
campaigns across multiple channels, including email, SMS, and push
notifications.
Predictive analytics on steroids: AI forecasting customer behavior with uncanny
accuracy, allowing you to anticipate needs and proactively offer solutions.
* Clari: This AI platform helps revenue teams predict sales outcomes, identify
risks, and optimize their sales processes.
* 6sense: An AI-powered account engagement platform that helps you identify
potential buyers, prioritize leads, and personalize outreach.
* Amperity: This customer data platform uses AI to create unified customer
profiles, predict churn, and identify opportunities for upsells and
cross-sells.
Chatbots that actually get it: Forget frustrating automated responses.
AI-powered chatbots will be able to understand nuance, empathize, and deliver
truly helpful conversations.
* Ada: An AI-powered chatbot platform that can handle complex customer
inquiries, automate support tasks, and provide personalized recommendations.
* Landbot: A no-code chatbot builder that allows you to create conversational
experiences for your website or messaging apps.
* ManyChat: A chatbot platform for Facebook Messenger that allows you to
automate conversations, send broadcasts, and track performance.
Data-driven decision-making: Say goodbye to guesswork. AI will analyze massive
amounts of data to reveal hidden patterns and insights, guiding your CX strategy
with laser precision.
* Podium: This platform uses AI to analyze customer feedback, identify trends,
and generate actionable insights.
* Qualtrics: A powerful experience management platform that uses AI to collect
and analyze customer feedback across multiple channels.
* Zendesk Explore: This data analytics tool helps you measure customer
satisfaction, identify support trends, and track agent performance.
Bonus Tip: Many customer journey mapping tools are starting to integrate AI
capabilities. Look for features like AI-powered insights, predictive analytics,
and personalized recommendations. Some platforms to consider are:
* UXPressia: This platform offers AI-powered insights and recommendations to
help you optimize your customer journeys.
* Smaply: This tool uses AI to identify patterns in your customer data and
generate actionable insights.
* Custellence: This platform offers AI-powered sentiment analysis to help you
understand customer emotions and improve their experience.
This isn’t science fiction, it’s happening NOW.
If you’re not already exploring how AI can transform your customer journey,
you’re at risk of being left in the dust.
Embrace AI, and watch your CX & CJM 10x your business.
YOUR CUSTOMER JOURNEY TRANSFORMATION BLUEPRINT
We’ve covered a lot today.
Here’s your recap.
1. Assess: Where are you now? Analyze your current CX and identify areas for
improvement.
2. Map: Create a detailed customer journey map that captures every touchpoint
and emotion.
3. Measure: Establish KPIs and track your progress.
4. Iterate: Continuously test, learn, and optimize your journey.
5. Scale: As your business grows, so should your CX. Invest in technology,
training, and talent.
6. Innovate: Don’t be afraid to experiment with new ideas and technologies.
Remember, this isn’t just about ticking boxes on a checklist.
It’s about creating a customer-centric culture that permeates every aspect of
your business.
By following this blueprint, you’ll transform your customer journey from a
series of transactions into a saga of delight, loyalty, and advocacy.
Let’s start mapping,
Scott
--------------------------------------------------------------------------------
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